Just Like That: What matrimonial ads tell us about India

Matrimonial ads in Indian newspapers often specify caste, sub-caste, and sub-gotra preferences, despite modern education and cosmopolitan lifestyles.

A common ad seeking a 'FAIRY LOOKS' bride highlights the widespread preference for 'fair' skin, reflecting color prejudice in India.

The term 'convented' in ads signifies a bride educated in a convent school, implying English proficiency and modernity.

Ads often function as 'abbreviated balance sheets,' detailing family background such as senior government service or industrialist status.

A minority of ads now include 'caste no bar,' indicating a small shift toward caste-neutral marriages.